Naturefresh Acti Heart launches "Adhura Gyaan" campaign on World Heart Day
On World Heart Day, NatureFresh® Acti Heart™, the newest product brand offering of Cargill’s edible oils business in India, has launched a digital campaign ‘Adhura Gyan’. Built around the concept of being cautious of ‘Adhura Gyan’, the campaign aims to create awareness among consumers regarding incomplete information about their current life choices and its implications. Positioned as a cooking oil that gives Complete Heart Care, NatureFresh® Acti Heart™ aims to urge consumers to question their current cooking oil and seek complete information when it comes to their heart health.
The highlight of the campaign is the Adhura Gyan anthem that features five montages portraying varied scenarios highlighting the repercussions of incomplete information such as self-medication without consulting a doctor, blindly following online hacks and tips, repairing electronic items without seeking expert help, and most importantly, using a cooking oil without knowing its true benefits. The brand, through these visuals, highlights the critical consequences of incomplete information that consumers tend to rely on, instead of asking pertinent questions about the products they purchase or use.
The Adhura Gyan campaign highlights the misconceptions that exist among consumers when it comes to their cooking oils. It educates consumers on the fact that cholesterol reduction is not enough for complete heart care. It focuses on how NatureFresh® Acti Heart™ takes complete heart care+ with its power of 5 warriors, namely, Omega-3, MUFA, Vitamin A, D, E, oryzanol and an ideal omega 6: omega 3 ratio. NatureFresh® Acti Heart™ has also been accredited by the Indian Council of Medical Research (ICMR) for having the ideal Omega 6 to Omega 3 ratio, reiterating it being a healthy oil for consumers. Its high smoking point makes it ideal for all types of Indian cooking – sautéing as well as frying.
Speaking on the launch of the digital campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said, “When it comes to heart health, consumers rely on a cooking oil that helps reduce cholesterol. However, a recent study by Lancet Global Health shows that high cholesterol accounts for only 30 percent of heart problems. This is the insight on which the campaign has been built. We realised that consumers sometimes make life choices basis incomplete information, and these choices aren’t just limited to cooking oil, but extend to different spheres of life. We think it’s important to educate consumers on the pitfalls of Adhura Gyan and its implications on heart health.”
Commenting on the anthem, Karthik Nagarajan, Chief Content Officer, Wavemaker said, “NatureFresh® Acti Heart™ stands for complete heart care, so World Heart Day was the perfect opportunity for us to have a real conversation around incomplete information about heart health. ‘Adhura Gyan’ was the communication route that the Wavemaker Content team created, and it was in line with the brand’s ongoing approach of busting myths around heart health. The film that we scripted is entertaining and engaging, while also educating consumers about the choice of cooking oil they purchase.”
This digital campaign will be highlighted across Facebook, Google, YouTube and other popular digital platforms.
Creative Agency: Wavemaker, Delhi
Account Management: Nikita Rajput, Anjali Barman
Creative: Shubhangini Srivastava, Kamlesh Jangid, Shruti Idiwal, Adarsh Suresh, Suruchi Makhija
Production House: Prime Focus Technology